The following participants were moderated by Roxana Strohmenger of Forrester Research:
Michael Alioto, Vice President, Marketing Sciences, Gongos Research
Reg Baker, COO, Market Strategies International
Leonard Murphy, Editor-in-Chief, GreenBook Blog
Ray Poynter, author of the Handbook of Online & Social Media Research
The Webinar grew out of the release of a survey by Alioto’s firm, Gongos Research, “Smartphone Surveys Prove Their Validity in Marketing Research.”
The key positions, according to Jeff Henning’s recap, were, either: “1. Smart phones are strategic enhancements to online,” or “2. Smart phones are a different methodology that could well be the next evolutionary platform of research and quantitative analysis.”
Murphy was expressing the view that research firms need to approach mobile differently, as it’s “radically different from how we think of research today.”
Poynter and Baker didn’t embrace the revolution that Murphy sees taking place. They were more in the camp that mobile was more of a “niche” part of qualititative research to date, and perhaps, will be for some time to come.
20|20’s own Jim Bryson notes that the bright predictions for mobile qualitative, for all it’s promises, has been disappointing up to this point. This perspective comes from 20|20’s experience of working on a number of innovative mobile qualitative projects in the past year.
Baker notes that it’s early yet to see the value of mobile qualitative, and much more research is required to see its value to marketers. Bryson tends to agree, noting that there is much still to be developed.
“We continue to look for ways to help researchers perform better research and gain deeper insights, wherever that means that mobile takes us,” says Bryson.
Where do you stand in the debate? We’d love to hear from you.